PSE&G’s 'Welcome to the Saverhood' campaign
added value secured in paid media
conversion rate increase
To support Public Service Electric & Gas (PSE&G), New Jersey’s largest utility, in its commitment to developing energy-efficient programs, strategies, and technologies for its customers, our team of marketing experts developed an interactive, engaging, and inclusive omnichannel campaign: “Welcome to the Saverhood.”
In 2021, PSE&G committed $1 billion toward energy efficiency programs such as appliance recycling, HVAC savings, appliance rebates, and home assessments. The energy saving goals were the largest commitment to energy efficiency in the state’s history, which meant the utility had aggressive energy savings targets to meet. As its energy efficiency programs were new to the market, PSE&G sought to build customer awareness and participation through an extensive marketing campaign.
The campaign launched in March 2022 with commercials featuring PSE&G’s instant discounts on LED lighting and home energy assessments. Then the campaign expanded to include ads for the utility’s Quick Home Energy Check-up Program.
The 2022 media buy spanned 24 weeks across local cable and broadcast television networks, with approximately 159,860 spots running in 31 key cable zones in New Jersey and the New York designated market area.
“The ‘Welcome to the Saverhood’ campaign team brought creative vision and industry expertise to help our customers and stakeholders reach their aggressive energy savings goals. The marketing team was focused on driving customer participation, and we were thrilled with the results!”